Long-term effects of television advertising on sales of consumer durables and nondurables: The case of China

It is every company's goal to gain the most from investments in advertising. Contrary to the conventional wisdom that sustained spending in advertising is needed to maintain high levels of sales, the concept of marketing persistence suggests that short-term advertising campaigns can have long-lasting impacts on sales. This study offers a first glimpse of the long-term effect of television advertising on sales in China through the use of a marketing-persistence model. Significant marketing persistence was found in sales of consumer durables, whereas there were mixed results in sales of nondurables. Based on the findings, implications for long-term marketing resource deployment are suggested.